This year's Valentine's Day spending will reach a record breaking $29.1 billion according to a January survey from the National Retail Federation. Shoppers are budgeting an average of $199.78 cents for gifts this year. That's up from $188.81 cents in 2025. Why? One reason is the expanded perspective on love in today's culture and how the holiday now celebrates a broader set of loved ones as compared to in the past when the focus was more limited.

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